State Rep. Pete Gallego is using his financial advantage against rivals Ciro Rodriguez and John Bustamante with a media blitz in the closing weeks of the Democratic primary campaign, officials said Thursday.

Gallego, D-Alpine, has launched a direct mail campaign and is targeting get-out-the-vote efforts in the final weeks before the May 29 primary.

“Money pays for advertising and persuasive messaging that has a big impact on an election – especially a low turnout election. That is what we are going to spend our money on,” said Lonny Paris, the Gallego campaign manager.

Rodriguez, a former San Antonio congressman, also is using direct mail in the closing weeks, his campaign said.

And Bustamante, a San Antonio patent lawyer, is trying to overcome a lack of campaign funds with shoe leather as early voting approaches.

The Gallego and Rodriguez campaigns are optimistic they will win. But Bustamante, a long-shot candidate trying to force a runoff to improve his odds, is skeptical of any predictions.

“I would say that anyone who tells you they know what is happening is not telling you the truth,” Bustamante said by cell phone while block walking in Somerset. “It all depends on who turns out to vote.”

Early voting begins May 14.

The winner of the Democratic primary will face Rep. Francisco Canseco, R-San Antonio, running unopposed in the GOP primary as a freshman lawmaker elected in 2010 with less than 50 percent of the vote.

The 23rd Congressional District is key to national Republican and Democratic plans to control of the U.S. House of Representatives in the 113th Congress next January.

In the Democratic primary, Gallego has rolled up the endorsements and money, out raising his chief rival, Rodriguez, by more than 15-to-1 in contributions.

Gallego has $281,384, cash-on-hand, according to Federal Election Commission reports. Rodriguez has $84,624 and Bustamante, just $767.

Gallego raised more than $300,000 in the past quarter.

The Gallego campaign has spent money to conduct a poll in the vast congressional district, which includes portions of 29 counties stretched from San Antonio to El Paso, and opened a campaign office in South San Antonio staffed with volunteers.

Gallego raised more $300,000 in the past quarter.

Paris said the fundraising totals show that Gallego is a viable candidate to win back the seat for Democrats, while Rodriguez, who raised only $17,000 in the last quarter, lacks the discipline to raise sufficient funds for the race.

“You can’t be a serious candidate and put up only $17,000 a quarter. It doesn’t even pass the laugh test,” Paris said.

D’mitri Kosub, the Rodriguez campaign manager, said the Rodriguez campaign would have sufficient funds for the final weeks of the race.

Gallego is being forced to spend more on communications because San Antonio voters don’t know the West Texas candidate, Kosub said.

The Gallego campaign also has burned through its resources with high overhead, Kosub noted, including the hiring of a Democratic consultant from New York.

“Their overhead is enormous,” Kosub said. “They have a New York strategy. It’s an expensive way to run a campaign.”

As the race heads into the final weeks, the Gallego and Rodriguez campaigns are confident they can win the election, outright.

But that discounts a July 31 runoff and Bustamante, who despite the lack of resources, has been visible in South Texas towns stumping for Congress, door-to-door.

“When I have the chance to talk to people, I tend to get their support,” Bustamante said.